Measuring consumer behavior and brand

Brands are failing their potential by measuring marketing, sales, reputation, customer experience and support, as thinking defined by these terms drives a wedge between consumers and brands. Once upon a time that may have been acceptable, when brands could force themselves on customers.

Today it’s the consumer who is forcing. And wedges force customers elsewhere. Marketing treats the consumer in every possible way to create an intention to buy. The objective is to pass the prospect into the sales funnel as quickly as possible.

Sales will work the consumer over in every way to convert a transaction. The focus is to process the prospect fast, to reduce the lead time and lock down the sale. Reputation looks at protecting how the brand is perceived by the masses. It doesn’t care if people want to buy, or have bought – as long as, in general, the public relates well to the brand, and the brand to the public. Customer experience will work with customers to prevent them from becoming disgruntled. It’s usually all about eliminating pain points and resetting expectations.

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Service focuses on rectifying issues where the customer is hurting, before customers share their pain with others. And it will try and deliver on what was promised in the first place, where possible. The harsh reality from all this rather expensive effort is that brands, in general, suffer unacceptable customer churn.

Plenty of dashboards, charts and numbers quantify the handling of the consumer. It is good, because “If you can’t measure it, you can’t manage it,” Peter Drucker is one of the modern era’s great thinkers on management.

The only thing that matters to the consumer is his or her relationship with the brand. There’s no measuring of the emotion and depth that exists between consumer and brand, or the lack thereof.

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References 

Voorveld, H, Bronner, F, Neijens, P, & Smit, E 2013, ‘Developing an Instrument to Measure Consumers’ Multimedia Usage in the Purchase Process’, JMM: The International Journal On Media Management, 15, 1, pp. 43-65, Communication & Mass Media Complete, viewed 27 May 2015, EBSCOhost

Friese, M, Hofmann, W, & Wänke, M 2009, ‘The impulsive consumer: Predicting consumer behavior with implicit reaction time measures’, Social psychology of consumer behavior pp. 335-364 New York, NY, US: Psychology Press PsycINFO

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7 thoughts on “Measuring consumer behavior and brand

  1. Nice posting!
    From my own view, I agree with you that the vital of consumers decide to purchase a production is their relationships with the brand. As an example, I prefer to a kind of whiskey, let’s say Black Label, Johnnie Walker. The first time when I was it, the branch which locates the bottle attracts me, I thought the trademark is very gorgeous. In other word, it does make me awareness. In addition, I think it tastes good and then I become the loyal consumer. It’s a procedure which you posted in the article. What’s more, assume I do not like it, then I would not buy it.

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  2. Great post
    Everyone is customer in our life. For me, i am a customer, I think there is a strong relationship with customers and brand, it is because the brand is good or bad will determine whether the consumer to buy. Each customer maybe loyal one or two brand, enve more. Compared with other brand, customers prefer the loyal brand.

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  3. The ultimate goal is to bring about consumer loyalty which generates higher customer lifetime value and can also generate good word of mouth, possibly leading to more sales. It is very important to understand consumer behaviour, what their intentions and behaviours are, a strong brand reception of the brand alone (in my opinion is not enough), but also understanding the consumer’s environment (social, economical and cultural elements), the buyer’s black box (consumer’s characteristics and decision process) and finally understanding the consumer’s responses (buying attitudes, preferences and behaviour alongside the brand relationship). Accurate research should be conducted to best understand who you are serving, what appeals to them and how they behave to offer value.

    Armstrong et al, 2012, Principles of Marketing, 5th Edn, Pearson Publications, Australia

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  4. I think it is important to determinate the influence of brand during the buying process, and discover that loyalty to a brand can be either behavioural (unconscious) or attitudinal (conscious). Brand awareness is a progressive process that influences the final decision when the customers are already brand, and not product, oriented. For example, sneakers, as the product itself, has already a strong core value, it is hard to determine the boundary between love to the shoes and loyalty to the brand.

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  5. It is a great post haohuac,
    I totally agree with you that when a consumer purchase a product is the quality of the brand and some are determined the price are worth or aren’t. The relationship between customer and brand are strong because whether the brand is good or bad that will affect the customer willingness to buy. For example, why people would buy Dell laptop rather than buying Acer, that is because the brand and quality provides a guarantee efficient product for the user. My friend is a razer loyal customer, everything that he bought is razer computer set even that I offered him a speaker that is better quality than razer’s speaker, he still going to be loyal and stay with razer sets, that is why the loyalty of a customer and the relationship with the brand are important, by comparing to other brand, customer will still loyal to the brand that they are going on.

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  6. I appreciate your blog and I also have some opinions about branding. A good brand is half success to me, to be more precise, brands is the combined effort of brand conception value, products or services, market positioning and consumption psychology. Therefore, brand reflects the competition and also as a sign of a market orientation.

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  7. I have gone through your blog and really liked how you have described brands relation with a customer . I would like to add that every brand has its market value and that market value is how much a customer relates to a particular brand . For example a coffee brand, every customer has different taste and they relate to a particular coffee brand that suits them best so my point here is relationship is developed between a brand and customer only if brand provides the customer what he/she needs.

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